SALESFUEL TODAY

Global Ad Growth Projections Reduced

by | 2 minute read

Pro­ject­ed ad growth for 2013 has been cut slight­ly by ZenithOp­ti­me­dia. The firm believes a 3.9% saleschart1increase is most­ly like­ly for this year, a num­ber which is down from the 4.1% rate ana­lysts had been expect­ing at the end of last year.  Coun­tries in the Ris­ing Mar­kets cat­e­go­ry will con­tribute the most to ad mar­ket growth through 2015, how­ev­er, the U.S., which is a Mature Mar­ket, will remain the top mar­ket for ad spend­ing.

Ad spend­ing will total $518 bil­lion glob­al­ly this year. Not all mar­kets will expe­ri­ence the same growth lev­els, how­ev­er. Regions with dou­ble-dig­it ad spend increas­es include Latin Amer­i­ca, East­ern Europe, and Asia. With respect to for­mats, the Internet/digital remains the top dri­ver of ad increas­es and mar­keters will bump up their online ad spend­ing by 14.4% while tra­di­tion­al media is like­ly to rise only 1.6%. ZenithOp­ti­me­dia ana­lysts say that the U.S. will also con­tribute to growth, account­ing for 28% of the glob­al increase through 2015.

The eco­nom­ic dif­fi­cul­ties in the euro­zone con­tin­ue to sap glob­al growth. But, ana­lysts believe this region should improve over the next cou­ple of years.

For now, ZenithOp­ti­me­dia is leav­ing fore­casts for ad growth for 2014 (5.0%) and 2015 (5.6%) unchanged. Because of rapid growth in the Ris­ing Mar­ket coun­tries, both Brazil and Rus­sia will move into the top ten ad mar­kets in the near future while France, Cana­da and the UK will move down.

[Source: ZenithOp­ti­me­dia Fore­casts. Zenithop​ti​me​dia​.com. 29 Apr. 2013. Web. 6 May 2013]
Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-own­er of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.